How do you build an organization that every stakeholder becomes a fan of?
Is this a realistic goal for your company, or is it a dot faraway on the horizon? In the Marketing Strategy Master Class, we start by reflecting on this question. We challenge you to place your organization on the Stairway to Greatness, a model from the book The Customer Leader by Rudy Moenaart (one of the teachers of this master class) and Henry Robben.
Is your organization on step 1, where companies without clear differentiation “fight” for profit? Or is your organization on the 7th and highest step, where every stakeholder is a true fan? Or somewhere in between?
With the answer to this question as a starting point, we will work together on future-proofing your organization. Using the Customer Leader Canvas (from the book The Customer Leader), we will answer essential questions to work towards a distinctive business model:
- What do we want to achieve?
- Who's my customer?
- Who's my competitor, and how do we gain a real competitive advantage?
Case study: Patagonia – From customer to fan
The outdoor brand Patagonia demonstrates that commercial success and social impact can go hand in hand. By making a radical commitment to sustainability—through material reuse and activist marketing—it has built a loyal fan base. Customers don’t just buy their products; they embrace their mission.
During the master class, you’ll learn how your organization can also claim a distinctive position and create sustainable value that goes beyond profit.
By working with real-world case studies, you’ll translate theory into practice and discover how to implement these insights directly within your own organization.
Guest lecture by Dorkas Koenen
On the final day, the program will be enriched by a guest lecture from Dorkas Koenen, CMO of Rabobank and Adformatie’s CMO of the Year 2022. He will share valuable, real-world insights on Customer Lifetime Value and highlight the critical skill of speaking the CFO’s language—an essential factor in driving the success of modern marketing strategies.
Who is this master class for?
If you play a direct or indirect role in shaping your organization's (marketing) strategy and aspire to elevate it to the next level, this master class is for you. Whether you're seeking insights and resources to define your strategy clearly or make high-impact decisions that drive toward an ambitious goal (Big Hairy Audacious Goal – BHAG), this program will equip you with the right tools.
In the Marketing Strategy Master Class, you'll critically assess your organization's business model from both a theoretical and practical perspective. You'll gain the frameworks and skills to make strategic choices that propel your organization forward while developing a sustainable, future-oriented marketing strategy with lasting impact.
Participants include:
- Marketing Managers or experienced marketing professionals
- Brand Manager or Marketing & Communication Manager
- Product or Proposition Manager
- Business Development or Innovation Manager
- Sales Manager or Category Manager
- Marketing Intelligence Manager
- Digital Marketing Manager
- MT members of medium-sized organizations
- Commercial Manager